Should Advertisers Avoid Controversial TV Content? Female Viewer Loyalty and Purchase Intent in the Context of Targeted Sponsorship Vignettes

• Autorzy: Grzegorz Banerski , Cezary Biele , Marcin Awdziej , Adam Kaczyński , Sylwia Molenda
• Języki publikacji: EN

Abstrakty

EN

Purpose: This study aims to investigate whether controversial TV content impacts the effects of non - standard advertising such as sponsorship vignette among female viewers.

Methodology: The present study used two field experiments (n = 222; n = 219) conducted as a Computer- Assisted Web Interview (CAWI) questionnaire, during which video material was presented. The study manipulated controversial and non-controversial and the variable of congruence and incongruence - through the argument of video material in the form of TV programs and advertising spots.

Results: The empirical investigation revealed that controversial and incongruent content does not necessarily alter the effect of a sponsorship vignette. Loyal viewers who consistently follow programs were found to have higher purchase intent than less loyal ones.

Implications: The results suggest that advertisers should consider placing their messages in the context of controversial TV programming, which does not have to be congruent with the ads displayed.

Limitations: The stimuli applied in the studies were arbitrary, to a certain extent. The study did not investigate program's about sex that fit the definition of controversiality.

Originality/value: The study contributes to the existing literature on ad-content congruence by investigating consumer responses to innovative ad format: the sponsorship vignette. We investigated how specific content watched in longer periods of time (i.e. a series) may impact the advertising effectiveness of embedded sponsorship vignettes. This approach allowed us to demonstrate the importance of viewers' loyalty towards a TV program, resulting in a change of the level of purchase intent of advertised product. (original abstract)

Słowa kluczowe

EN

Loyalty promotion; Advertising media; Customer loyalty; Woman

PL

Promocja lojalnościowa; Media reklamowe; Lojalność klientów; Kobieta

• Czasopismo: Central European Management Journal
• Rocznik: 2021
• Tom: 29
• Numer: nr 2
• Strony: 2--32

Twórcy

autor

Grzegorz Banerski

• Laboratory of Interactive Technologies

autor

Cezary Biele

• Laboratory of Interactive Technologies

autor

Marcin Awdziej

• Kozminski University, Warsaw, Poland

autor

Adam Kaczyński

• Kantar Polska S.A

autor

Sylwia Molenda

• Discovery Polska S.A

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Identyfikatory

DOI

10.7206/cemj.2658-0845.44